INFLUENCE OF MARKETING COMMUNICATIVE STRATEGIES ON CONSUMER BEHAVIOUR: A CASE OF THE HIGH-TECHNOLOGY MARKET OF UKRAINE

Article English OPEN
Victoria Zhurylo; Olga Prygara;
(2017)
  • Publisher: Izdevnieciba “Baltija Publishing”
  • Journal: Baltic Journal of Economic Studies (issn: 2256-0742, eissn: 2256-0963)
  • Publisher copyright policies & self-archiving
  • Subject: high-tech goods | consumer motives | type of consumer behaviour | communicative influence | strategies of marketing communication | Economic growth, development, planning | HD72-88

The purpose of the study is to research consumer behaviour types and to develop marketing strategies of communicative influence on the consumer in the high-technology goods market. Methodology. Marketing research in Ukrainian market of high-tech goods is conducted to de... View more
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